Monica Wadhwa

Dow Corning has relied on innovation since its inception but is now facing increasing commodotization of a significant part of its product line. The case is about how customer needs change as markets evolve and mature. In response, the company applied a customer-focused marketing approach to understand how their needs - and therefore customer segments - had evolved over the years.

Published 24 Jul 2017

Reference 6027

Topic Marketing

Industry Marketing and Advertising

Region Global

View case